3rd ENoLL Living Lab Summer School Research Day

2. ¿Can we really measure the
impact of creativity and
design on innovation?
Case Study: México.
Marco Ferruzca, Jorge Rodríguez
and Christof Göebel (UAM-Azc)

3. BACKGROUND
Living in a creative
knowledge era

4. Creativity & Design
have gained importance in the last years
Interest
PepsiCo Creates Chief Design
Officer Role
3M Guru Porcini Will 'Build Design
Culture' Spanning Everything
From Packaging to
Digital Experiences
Time

5. Creative
Cities
Creative Cities
Network (UNESCO)
Toward more http://www.citiesinstitute.org/
competitive economies

6. Measuring
Creativity, Design and Innovation in the Cities

7. GCI
Global Creativity Index
“The rise of the creative class” (Florida 2002).
We live in a “Creative Age”. Florida’s thesis is
centered on: Technology, Talent and Tolerance.
He is interested in studying the concentration
of “creative individuals” in different regions.
The “creative class” has strong influence in
making a region prosper economically.
3T Driven Innovation

8. A Design, Creativity & Innovation Scoreboard
Creative climate matters!!!
Inno Metrics: DCI
From a rather different perspective Hollanders & Van Cruysen
(2009) have proposed an ad hoc scoreboard approach.

9. CCI
Creative City Index
projects. It differs from most indexes by looking at the city
places by exploring their urban dynamics, processes and
Indicator Brief description
“The Creative City Index assesses the creative pulse of
Political & public fram ework Measures the role of political and public
infrastructure, including hum an resources, to
as an integrated whole from an insider and outsider
perspective through a series ten broad crosscutting
incentive creativity in a place.
Distinctiveness, diversity, vitality & ex pression This indicator m easures if the cultural offering
in a place is wide and it welcom es debate and
critical thinking. Outsiders coex ist in harm ony
with local habitants.
Openness, trust, accessibility & participation This indicator m easures the way society,
institutions and organizations operate to create
domains” (Landry and Hyams 2012).
an enabling environm ent com posed by people
from a diversity of backgrounds.
Entrepreneurship, ex ploration & innovation Measures the entrepreneurship culture in a
place. Also, it looks for information regarding
the developm ent of R&D and innovation.
Strategic leadership, agility & vision Measures aspects linked to build a strong sense
of vision for a place, where thinking is strategic
and future proofing.
Talent developm ent & the learning landscape This indicator is linked to the quality of
learning and knowledge produced in a creative
place.
Com m unication, connectivity, networking & Even when learning and knowledge production
media is im portant in a place, lik ewise technology is
crucial for its developm ent.
The place & place-making Measures urban characteristics of a place.
Liveability & well-being It is about the quality of life in a place.
Professionalism & effectiveness It is about doing things with professionalism
and quality.
Feel the city!!!

10. International
Design
Moultrie and his team have developed an
international design scoreboard for measuring the
design capability of design in countries.
Scoreboard
Indicator Comments
Total public investm ent in design promotion Authors considered investm ent only by the
and support government and recognized national institutes.
Total number of design graduates It includes: graphic/ communication design,
interior design, industrial/ product design,
digital/ web/ media design, fashion design.
Total number of WIPO design registrations WIPO was the only source considered because it
represents an international route for design
registration.
Total number of WIPO trademarks WIPO was the only source considered because it
registrations represents an international route for trademark
registration.
Total number of design firms It includes: graphic/ communication design,
interior design, industrial/ product design,
digital/ web/ media design, fashion design.
Total turnover of the design services sector
Total employment in design services Employment should include all employees, not
just those engaged in design

11. México
In the Global Creativity Index
Global R&D investment
49 /82
62 82
Global researchers
49 /82
Global innovation
74 / 177
Technology index

12. México
In the Global Creativity Index
65 82 Human Capital
58 over 82
Creative Class
Talent index 58 over 82

13. México
In the Global Creativity Index
Tolerance toward
ethnic and racial
36
minorities
52 over 82
Tolerance toward
gays and lesbians
82 23 over 82
Tolerance index

14. México
In the Global Creativity Index
61 82

15. 107 46 76 .78%
73
142 142
Production process
Articles per million
population
142
National Institute
of Statistic
(INEGI)
Quality of Educational System sophistication Capacity of Innovation
? 8.38
Uniqueness of
product design
Number of resident
patent filings per
million population México
Share of tertiary In the Design, Creativity and
education enrollment by
fields:
HAE = 14.6%
608 4.07 Innovation Scoreboard
Health = 9.7%
SS, B & L = 38.7%
trademark
applications per
million population
7
Extent of Staff Training
I N N O M e t r i c s
Services 3.3%
Engineering,
manufacturing
and construction =
.73% Share of foreign
19.3% tertiary students
(7689)

16. CONCLUSIONS
There are not enough approaches to measure the impact of
creativity and design linked to the innovation capacity of a city.
Yes, we can measure creativity, design and innovation with
existing frameworks but the picture is not complete…you
have to live the city.
Existing frameworks does not capture the whole creative
spirit of a city.
A lot of things to do but without loosing our origins.

17. CONCLUSIONS
Informal economy

18. Community driven projects:
Santa Barbara Neighborhood

19. Design & Crafts Multidisciplinary Program

21. Factories of Arts & Handcrafts Network

22. National Center of Innovation and
Craft Development:
- You can buy handcrafts
- Kids learn craft techniques &
legacy
- Laboratory for developing new
techniques
- Supported by public
administration